By: Alena Wiese

From Surfing the Waves to Navigating Media Trends

Much like surfing, public relations requires precision, adaptability, and an acute awareness of shifting tides. Mike Falkow understands this dynamic well. Growing up in South Africa, he once pursued a career as a professional surfer, but his passion for storytelling and design led him toward the world of media, content creation, and digital marketing.

“I was always fascinated by storytelling,” Falkow says. “Surfing was my passion, but once I stopped competing, I found myself drawn to the creative aspects of design and branding.”

Transitioning from surfing to media wasn’t just a career shift—it was a strategic pivot. Falkow leveraged his ability to anticipate trends and read the landscape, much like he did in the water, to excel in PR, reputation management, and digital strategy. Starting as a freelancer in Los Angeles, he developed expertise in web development and content writing, eventually expanding into full-scale digital PR and marketing.

Building Meritus Media: A Family Legacy

Meritus Media was founded by Falkow’s mother, Sally. Initially, Falkow contributed as a design and content vendor, but his growing expertise and leadership saw him take on more responsibility. Eventually, when the time was right, Sally passed the reins to him as CEO.

“It was a natural evolution,” Falkow explains. “The agency was growing, and it made sense to take the reins and continue building on what we had started as a family.”

Under his leadership, Meritus Media expanded its client base and revenue significantly. Through refined digital strategies and early adoption of new technologies such as AI, he has helped position the agency as a notable player in the industry.

Managing a boutique agency came with challenges—balancing client relationships while driving business development—but Falkow’s approach has contributed to the company’s sustained growth and success.

Meritus Media’s Impact and Industry Recognition

Meritus Media, with offices in Los Angeles, the UK, and Tampa, has built a reputation for delivering strong results in PR and digital marketing. The agency has been honored with the PRestige Award for Social Media from the Public Relations Society of America Tampa Bay and has led impactful campaigns for an impressive list of clients.

The agency played a key role in an award-winning digital campaign for Mizuno Running Shoes. They were tasked with finding and engaging influential runners, which helped enhance brand awareness and strengthen its standing in the industry. Falkow and his team have also earned multiple PR accolades, including recognition for excellence in digital strategy, highlighting their ability to blend traditional PR strategies with innovative digital approaches.

Falkow’s leadership is complemented by his family’s involvement. Sally continues to provide strategic guidance, while his brother Cokey serves as President, overseeing business development and operations in the UK. Franki, another key member of the family, leads content strategy, while the team has recently expanded to include Chris Abraham, who oversees SEO and reputation management, Rebekah Iliff, who heads media relations and PR strategy, and Shiloh Pettyjohn, in charge of technology—all of whom bring valuable expertise to the table.

Falkow explains, “A team’s true worth lies in the strength of its members, and we’ve been fortunate to have some truly exceptional talent join our ranks.”

Both Sally and Mike are recognized as Senior Fellows of the Conference Board, a recognition that underscores their contributions and thought leadership in the PR industry.

A Boutique Approach with a Big Impact

Falkow believes that what sets Meritus Media apart is its boutique mindset and hands-on client approach.

“We still maintain the mindset of a boutique agency—our clients are not just accounts; they’re partners,” he says. “We collaborate closely with them to craft compelling narratives that resonate with their audiences. We like to think of ourselves as a creative ally.”

Meritus Media specializes in PR, reputation management, digital marketing, SEO, design, web development, and social media campaigns, strategically integrating these services to craft comprehensive, high-impact brand narratives. The agency’s mission is clear: to be a creative ally, helping brands build authority and maximize their visibility through innovative, results-driven strategies.

Thought Leadership and Industry Influence

One of the key drivers of Meritus Media’s growth has been Falkow’s ability to establish himself as a thought leader, leveraging media visibility, keynote speaking, and industry collaborations to attract high-profile clients and expand the agency’s influence. His speaking engagements at industry conferences in Lake Tahoe and Chicago have helped position him as a knowledgeable figure in digital PR, visual content and language, and media strategy.

“Podcasts also allow us to connect with audiences in an authentic way,” Falkow says. “For example, I recently appeared on the Public Relations Review podcast, which gave me the chance to share insights on digital PR trends. I always welcome the opportunity to talk about the nuances of PR, marketing, and branding and build meaningful connections with industry professionals and audiences alike.”

To maintain visibility, Meritus Media invests in its own content strategy, regularly publishing press releases, thought leadership articles, and social media content.

Looking to the Future: Growth and Expansion

Over the next three to five years, Falkow envisions significant expansion for Meritus Media, with plans to launch a specialized content marketing division, as well as a dedicated reputation management division, and explore global partnerships to extend its digital PR reach. With a focus on growth, the agency still aims to scale while maintaining its high-touch, boutique-level service.

“My brother, Cokey, and I are both storytellers at heart, and we’re exploring an expansion of our creative division into film and television projects,” Falkow reveals.

Advice for Aspiring PR Professionals

When asked about advice for those entering the field, Falkow is clear:

“Know your business inside and out. That could be said for any career, whether PR or carpentry. Know your craft, and keep learning,” he advises. “Be patient, persistent, and always focus on delivering exceptional service.”

Connecting with Mike Falkow

For those looking to collaborate with Meritus Media or connect with Falkow, he can be reached via:

Website: meritusmedia.com

Facebook: Meritus Media

Instagram: @mikefalkow

LinkedIn: Meritus Media

Twitter/X: @Meritus_Media

YouTube: Proactive Report

With a foundation rooted in passion, resilience, and innovation, Mike Falkow continues to lead Meritus Media with a clear vision for the future. His ability to combine traditional PR expertise with digital strategy has helped position his agency as a trusted partner for brands looking to elevate their presence in today’s evolving media landscape.

Published by Tom W.